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1. CyTRAP Labs
ComMetrics
Presentation for 2011-11-02 - Wednesday
Social Media Marketing
Where is the ROI?
Roentgenstrasse 49 Street
CH-8005 Zuerich Zip Code
Switzerland Country
+41(0)44 272 1876 Voice
+41(0)76 200 7778 Cell
2008_06_16 URL
www.ComMetrics.com

2. CyTRAP Labs
_The plan 
1. What is this – social media? Why will my Apps not save me?
2. Cases/examples: Xing, LinkedIn, Aviva, Children Charity, NZZ,
3. Benchmark: Chicago Booth gets practical
with My.ComMetrics.com
4. Wrap-up
2011_11_02
_Intro >Social Media & iApp >Cases >Benchmark >Wrap-up

3. CyTRAP Labs
_1 Before we start - what is social media?
In short, digital media is the different platforms on which people communicate
electronically (e.g., Facebook, Twitter, Skype….)
Social Media encompasses any tool or service that uses telecommunication
technology, including digital media, to facilitate production and exchange
of data, information and action including conversation.
Gattiker, Urs. E. (in press). Social media marketing: How to measure your
efforts for impact. http://ad.vu/f8ff
See also http://info.cytrap.eu/?p=176
2011_11_02
>Intro _Social Media & iApp >Cases >Benchmark >Wrap-up

4. CyTRAP Labs
_1 The short history
Mobile stats from ITU http://www.flickr.com/photos/cytrap/6284961605
Short history
1990 CompuServe (later taken over by AOL) makes gateway to the academic internet
1994 Los Angeles Times New Year’s Prediction – Yuppies get e-mail address in 1995
1996 ICQ – messenger – became popular around 2000, Intel had ALREADY VoIP
2000 at Aalborg – news board – Ascii newsletter (weekly)
2001-2002 LinkedIn
2002 Skype – Google Talk is safer & better
2003-4 WordPress weblogs – started to take off
2006 Facebook
2008 Twitter, Identi.ca, Naijapulse
2011 Google Plus while 2010 Google Buzz flopped so did Aarkvard
http://www.flickr.com/photos/measure-for-impact/6237231742 (Google flop more infos)
2011_11_02
>Intro _Social Media & iApp >Cases >Benchmark >Wrap-up

5. CyTRAP Labs
_1 What is social media for my organization?
Social Media empowers consumers of content to become producers of
content relatively quickly and easily, without having to be geeks.
In part, social media can shift communication from a broadcast model of few-
to-many to a model of many-to-many, as well as many-to-few (i.e. everybody
wants to share but few might want to hear).
Why was I not consulted
Gattiker, Urs. E. (in press). Social media marketing: How to measure your
efforts for impact. http://ad.vu/f8ff
See also http://info.cytrap.eu/?p=176
2011_11_02
>Intro _Social Media & iApp >Cases >Benchmark >Wrap-up

6. CyTRAP Labs
_1 The Queen IS and REMAINS to be ... survey says:
Graphic and more infos here: http://www.flickr.com/photos/measure-for-impact/6197030403
*Approximately
294 billion msgs
are sent each day.
This total excludes
106 billion messages
that can be classified
as spam.
Daily updates on
Facebook & Twitter
= 0.2% of all e-mails
2011_11_02
>Intro _Social Media &

7. CyTRAP Labs
_1 40,000 downloads of your iPad App
Does this help your revenue stream?
- August 20, 2011 - Die "Süddeutsche Zeitung" meldet mehr als 40.000 Downloads
für die App seines "SZ-Magazins". In ganzesitigen Eigenanzeigen bedankt sich der
Verlag aus München bei seinen Lesern für den Zuspruch. die zufriedene Kundin
spricht
Because data for free Apps is such that less than 3% are used 30 days after
download
3% of 40,000 = 1200 x 72 cents = Euro 864.00 more revenue – 30% for Apple = Euro
600.00 per weekend more revenue
We all wanted to write the SBB App – that one is successful!
More infos: http://www.flickr.com/photos/measure-for-impact/6082190676/
2011_11_02
>Intro _Social Media & iApp >Cases >Benchmark >Wrap-up

8. CyTRAP Labs
_The plan 
1. What is this – social media? Why will my Apps not save me?
2. Cases/examples: Xing, LinkedIn, Aviva, Children Charity, NZZ,
3. Benchmark: Chicago Booth gets practical
with My.ComMetrics.com
4. Wrap-up
2011_11_02
>Intro >Social Media & iApp _Cases >Benchmark >Wrap-up

9. CyTRAP Labs
_2 Is anybody listening?
We proposed a while back on the ComMetrics blog the 900-98-1.5-0.5 rule,
which states that 900 out of every 1000 people never see information in their
inbox (e.g., Facebook update from their friends showing up on their wall) or
RSS reader, ninety-eight people read it, one-and-a-half people share and
only half a person creates original content (e.g., blog post or comment
Gattiker, Urs. E. (in press). Social media marketing: How to measure your
efforts for impact. See also http://info.cytrap.eu/?p=176
2011_11_02
>Intro >Social Media & iApp _Cases >Benchmark >Wrap-up

10. CyTRAP Labs
_2 The psychology of sharing – why do people share?
Study reports:
We share more content, From more sources, With more people, More often
and More quickly
From broadcasters to sharecasters:
Receiving, Combining, Redistributing
Mashing up
Creating and recreating
Study found that people share content to promote themselves. An easy way
to do this is to keep track of trending topics or news breaking news, and
put your own spin on it (called mashing up, recreating!)
More infos: http://www.flickr.com/photos/measure-for-impact/6108685264
2011_11_02
>Intro >Social Media & iApp _Cases >Benchmark >Wrap-up

11. ComMetrics
_2 Xing, LinkedIn – Why should I join, contribute?
1. Introduces herself – no-
body says hi, why?
2. Broadcasts event. No
question asked in
his post that members
could respond to.
Therefore, how can we
discuss or contribute to
this entry?
3. Similar to point 2. Wolf-
gang broadcasts his
event
Graphic and more infos: http://www.flickr.com/photos/measure-for-impact/6194092499
2011_11_02
>Intro >Social Media & iApp _Cases >Benchmark >Wrap-up

12. CyTRAP Labs
_2 promotion and business ethics
AVIVA (insurer) asks people to upload picture to
Facebook page
Aviva will donate £2 per picture to Save the
Children – winner picture(s) projected live on
to London‘s National Theatre
This add costs how much ? What you guess
More than the charity gets from this marketing
Exercise
Is this just, ethical and does this help our
Reputation?
Graphic and infos:
http://www.flickr.com/photos/measure-for-impact/6194092499 2011_11_02
>Intro >Social Media & iApp >Cases >Benchmark >Wrap-up

13. CyTRAP Labs
_2 NZZ campaign – Facebook promotion
If we have gained a 1,000 fans we have spent about
Sfr 50,000 to Sfr 100,000 for this Facebook campaign!
Moreover, how will we keep these students engaged or
returning to the NZZ campus page once the sweepstake
has run its course?
Remember, about 90% of Facebook fans on
brand pages never come back after they liked the page
Graphic and more infos here: http://www.flickr.com/photos/measure-for-impact/6197030403
2011_11_02
>Intro >Social Media & iApp >Cases >Benchmark >Wrap-up

14. CyTRAP Labs
_The plan 
1. What is this – social media? Why will my Apps not save me?
2. Cases/examples: Xing, LinkedIn, Aviva, Children Charity, NZZ,
3. Benchmark: Chicago Booth gets practical
with My.ComMetrics.com
4. Wrap-up
2011_11_02
>Intro >Social Media & iApp >Cases _Benchmark >Wrap-up

15. CyTRAP Labs
_3 The pitfalls of using the wrong
benchmarks
What are the right benchmarks ?
How many Nobel Prizes a business school‘s faculty
has?
On how many social media platforms the school is
active?
The level of engagement the business schools
shows using social media?
How your school compares to Harvard
(i.e. publishing, raising money?)?
Graphic & more infos here:
http://www.flickr.com/photos/measure-for-impact/6225342931/
2011_11_02
>Intro >Social Media & iApp >Cases _Benchmark >Wrap-up

16. CyTRAP Labs
_3 The pitfalls of using the wrong
benchmarks – KISS and SMART metrics
What are the right benchmarks ?
How many Nobel Prizes a business school‘s faculty
has?
On how many social media platforms the school is
active?
The level of engagement the business schools
shows using social media?
How your school compares to Harvard
(i.e. publishing, raising money?)?
Target – what you need to achieve?
Operationalize – how can I measure progress?
Graphic & more infos here: http://My.ComMetrics.com/blog_info.php?id=23
Define KISS and SMART metrics http://howto.commetrics.com/smart-benchmarking/
2011_11_02
>Intro >Social Media & iApp >Cases _Benchmark >Wrap-up

17. CyTRAP Labs
_4 Wrap-up – where is your ROI?
1. What is this – social media? Why will my Apps not save me?
2. Cases/examples: Xing, LinkedIn, Aviva, Children Charity, NZZ,
3. Benchmark: Chicago Booth gets practical
with My.ComMetrics.com
4. Wrap-up - first address - what is the purpose (i.e. what helps my
client) for doing this, thereafter the strategy, then do not forget to
measure your performance...
2011_11_02
>Intro >Social Media & iApp >Cases >Benchmark _Wrap-up

18. CyTRAP Labs
_4 Strategie – zusammen zum Erfolg
Podcast, Video and Slides from presentation available: http://ad.vu/6exm
Have questions – please call us
+41(0)44 272 1876 Voice +41(0)76 200 7778 Cell
2011_11_02
>Intro >Social Media & iApp >Cases >Benchmark _Wrap-up

19. CyTRAP Labs
_Thanks for listening
Social Media Performance - benchmark your blog – improve performance: http://my.ComMetrics.com
Follow us on Twitter: @CyTRAP (German) or @ComMetrics (English)
Our group on Xing: https://www.xing.com/net/smmetrics/
Roentgenstrasse 49 Street
Books: http://ad.vu/f8ff
CH-8005 Zuerich Zip Code
Flickr - infographics: http://ad.vu/zqek
Switzerland Country
+41(0)44 272 1876 Voice
+41(0)76 200 7778 Cell
www.info.cytrap.eu/about-us URL
2011_11_02
>Intro >Social Media & iApp >Cases >Benchmark _Wrap-up